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This course equips students with strategies and techniques for navigating the role that search engines play in the dynamic landscape of digital marketing in contemporary organisations today. This is achieved through initially exploring the importance of creating an appropriate balance between Search Engine Optimisation (SEO), which is organic traffic and Search Engine Marketing (SEM), which includes paid generated traffic. The goal of the course is to consider the best practice and methodologies for managing the search engine algorithms whilst establishing effective keyword research. Students will gain insights into how to enhance online visibility and drive targeted traffic to websites. The course also encompasses key aspects of search engine marketing (SEM), including paid advertising, ad copywriting, and campaign optimisation strategies.